Sales Team

Ruben Ontiveros, Vice President, Director of Sales
A member of the TSLIC team since 2003, Ruben has built a reputation based on his commitment to our funeral directors, our sales agents and our customers. As Vice-President, Director of Sales, he works closely with the Sales Team to provide our Directors of Sales and agents with the support and training they need to achieve their goals. With a focus on innovation and exemplary customer service, Ruben continually strives to enhance and improve the products and services our funeral home clients provide to the communities they serve. Ruben has developed an extensive network and thorough understanding of what it means to work in the Texas funeral industry. A Certified Planning Consultant, a former board member of the Texas Funeral Directors Association (TFDA), a recipient of TFDA Supplier of the Year, as well as Past President of the Texas Funeral Suppliers Association.

Armando Dominguez, Regional Sales Director, Houston / Southeast Texas
Armando brings over 40 years of customer service and sales experience to TSLIC. With strong ties to the Houston metropolitan area and surrounding community, he is experienced in marketing to a bilingual clientele and crafting community outreach programs and services. As a CPC (Certified Preplanning Consultant) from the NFDA (National Funeral Director Association) Armando continuously strives to support and mentor the agents working in his area. Working closely with funeral home clients, Armando continually strives to develop innovative approaches that will help grow and improve their business and product offerings. Armando attended the Universidad Popular Autonoma del Estado de Puebla (UPAEP) and Grand Canyon University. In addition, he earned his certification as a marketing director at the prestigious Marketing Director Academy of Rexair in Troy, MI.

Aurelio Calero, Sales Director, North Texas
Aurelio Calero has 30+ years of experience in the insurance industry. Most recently he was leading sales by creating and maintaining strategic alliances with independent funeral homes in the San Antonio and Austin markets and surrounding areas. He is a senior operations and sales leader with demonstrated accomplishments in recruitment, training, and development of an independent sales force to support the Preneed sales efforts of funeral homes. Previous experience includes positions as Market Sales Manager achieving Rookie of the Year and other awards, which garnered him a promotion to the Regional Sales Manager role for the San Antonio/Austin markets.  Aurelio has been married to Lynn for 36 years, they have two grown children together, Megan and Corey.  He also has a Master’s Degree in Management from Pacific Western University

Home Office

Araceli Longoria, Senior Director of Marketing and Training
Araceli Longoria leads the charge for the TSLIC marketing team to create and implement marketing strategies, tactics, campaigns, and brand messaging. As an extension of those efforts she also drives the creation, implementation, and improvement of all business-wide training efforts in support of overall strategies, objectives, and business needs. With over 20 years of experience, she has managed all aspects of Business Development & Operations including product development, strategic planning & execution, distribution & logistics, change management practices, and customer service operations. She holds a BS degree from The University of Texas at Austin and is fluent in Spanish.

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